中國品牌之路與企業國際化途徑之研究

Abstract

根據近十幾年來的發展，新興國家企業在國際市場上的地位逐漸顯著。雖大部分國際市場被歐美國家之品牌所佔據已久，給眾多新興國家企業發展全球市場造成阻礙；但新興國家企業依舊果敢進軍國際市場，通過不斷的試錯，摸索出了適合自身的「品牌之路」與企業國際化途徑。 本研究主要選取中國大陸企業為研究對象，先通過次級資料分析，根據2012-2021年Interbrand發布的《中國最佳品牌排行榜50大》為切入點，了解中國大陸目前最有價值品牌之情況，選取各行業中具有研究價值的個案對象。後續再以個案研究法為主，通過該方式了解已經成功國際化或具備國際化潛力的中國大陸企業，在品牌建設與國際化途徑的選擇上主要採取的策略與方式，是否存在共同性與差異性。除此之外，希望通過對個案企業的研究，能給其餘未來或正在發展國際市場的新興國家之企業提供有價值之參考。

According to the development in recent decades, the position of enterprises from emerging countries in the international market is gradually remarkable. Although most of the international market has been occupied by European and American brands for a long time, this has hindered the development of global markets for many companies from emerging countries. Enterprises in emerging countries still dare to enter the international market, and through continuous trial and error, they have figured out their own 'brand road' and internationalization path. This study mainly selects China firms as the research target, and analyzes them through secondary data, according to the 'Top 50 Best Brands in China 2012-2021' published by Interbrand as the entry point.Later, the case study method is used to understand the Chinese firms that have successfully internationalized or have the potential to do so. Whether there are commonalities and differences in the strategies and approaches mainly adopted in the choice of brand building and internationalization channels. In addition, it is hoped that the case studies will provide valuable reference for other emerging countries that are developing international markets in the future or are in the process of doing so.